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Special Report

Sheer Innovation

A 10-year anniversary for Silhouette® window shadings, an integral part of the Hunter Douglas success story.

by Hillery Meier

It is safe to say that when Silhouette® window shadings were introduced by Hunter Douglas in 1991, this innovative product took the window coverings industry by storm. The day after the first Silhouette consumer ad appeared in magazines, the Hunter Douglas Customer Information Center was bombarded with consumer telephone inquiries, receiving the largest number in its history. Offering clean, sleek lines, privacy options and a broad spectrum of light diffusion and control, the Silhouette brand immediately created its own category of window coverings. By 1994, Silhouette shadings had achieved $150 million in retail sales and today are recognized by many as the premiere window fashion on the market. In fact, no other window fashion introduced over the last decade has enjoyed as much success as Silhouette window shadings. GROUNDBREAKING DESIGN The recipient of dozens of awards, and the first window covering product ever to receive the coveted Gold Industrial Design Excellence Award sponsored by Business Week magazine, Silhouette shadings truly are in a class by themselves. No other product combines the light-filtering attributes and soft look of sheers, the light control of a blind and the ease of a shade with one of the best profit margins of any window covering. There are plenty of less expensive options to cover a window, but to transform a room and bring it alive with light and a special style, Silhouette window shadings are the preferred choice. Two sheer fabric facings give a look of understated elegance to the window, while both obscuring the view into the home and offering a soft, filtered view of the outside. The facings also diffuse the light and eliminate harsh shadows to allow a wonderful, warm glow to permeate a room. In addition, by filtering incoming sunlight, the sheers provide protection for furniture, carpets and artwork from the sun's strong ultraviolet rays. For variable light control, the fabric vanes can be tilted to any degree desired or closed for complete privacy. EXPANSION, IMPROVEMENT, GROWTH Without stopping to rest, Hunter Douglas has continued to extend its product line to anticipate and respond to consumer lifestyles and desires as they have evolved over the years. In 1994, the light-dimming Silhouette Bon Soir™ fabric vane was introduced. Two years later, the three-inch vane size debuted. Ideal for larger windows, the three-inch vane size offers a view that is almost 50 percent wider than the original two-inch vane size as well as a bolder, shutter-like look. 1996 also saw the introduction of two new vane fabrics—Silhouette® Toujours™ , a linen-textured vane, and Silhouette Naturelle™ , a crinkle-textured vane—to supplement the classic crepe vane offering. Beginning in 1998, all Silhouette fabrics were offered with the PowerRise® battery powered remote control motorization system. This offered an easier and more affordable alternative to the electric-powered switch and remote control options already available. 2001: A BANNER YEAR This year Silhouette window shadings added new award-winning fabrics in the three-inch vane size: Nuance™ Matte and Nuance Motif—two new vane fabrics that embody a casual look and feel—and Jolie™ , a point d'esprit patterned face fabric that gives the shading the look of fine lace. As of this year, all fabric styles are also offered in the larger three-inch vane size. The expanded offering is showcased in the new Silhouette. Living with Style sample book, which includes stunning new photography. Functional fabric decks are displayed in a cascading waterfall design for convenient viewing of each fabric line. For mobile and efficient selling, a unique Shop@Home bag that includes a folio case with swatches of all Silhouette colors, a photo style booklet and a hand sample shading is included in the master merchandising package. Silhouette window shadings have come a long way. Introduced in 1991 in one fabric style, one vane size and 30 colors, the product line now consists of seven fabric styles, two vane sizes and 114 fabric/color combinations. What's more, Silhouette shadings are at home in any décor, from formal to casual, traditional to modern. A PROMISING FUTURE On October 8, Hunter Douglas celebrated 15 years of innovation and success at the Hunter Douglas Window Fashions Division in Broomfield, CO, where Silhouette was developed and is still manufactured and marketed. The show-stopping event also highlighted 10 years of success for Silhouette shadings. Adam Foote, defenseman for the 2001 Stanley Cup Champion Colorado Avalanche; the Honorable William Berens, mayor of Broomfield, who declared October 8 Hunter Douglas Window Fashions Day; Kelly McKee, Miss Colorado; and the Denver Nuggets Dancers joined Hunter Douglas Window Fashions Division top management and employees to help celebrate the occasion. The event opened with the Air Force Honor Guard posting the colors of Old Glory. During the presentation, Marv Hopkins, president and CEO, spoke about how the success of Silhouette helped spur the phenomenal growth of the Window Fashions Division from a tiny start-up operation to the 40-acre business park it is today. He also described how Silhouette embodied the principles of innovation and solidified the position of Hunter Douglas nationwide as the industry leader. In addition, Tim Daviau, vice president of the Silhouette Business Unit, expressed his optimism in the potential for further growth of Silhouette shadings. "As the number of windows for which Silhouette is the perfect choice continues to expand . . . so will the product offering," said Daviau. "As far as products go, Silhouette is still young and we will continue to research and develop new and innovative designs and applications." CELEBRATION OF STYLE 2002 PROGRAM Hunter Douglas is now launching its "Silhouette® window shadings. A Celebration of Style" 2002 program, a yearlong promotional campaign that supports dealers with selling tips and tools to pique consumer interest. Included in a special promotional kit are a dealer training video with updated specifications and sales techniques, a consumer sales video to be shown in consumer's homes or in-store, as well as a variety of informative literature and incentives for both consumers and dealers. A beautiful 2002 Silhouette calendar and a "Silhouette Explained" brochure are also among the many elements. By fulfilling just a few simple requirements clearly outlined in the promotional kit, dealers can become eligible to qualify as an elite Silhouette Select Dealer and will receive a recognition plaque as well as camera-ready art that may be used on business cards and in advertisements. Hillery Meier is Hunter Douglas marketing director for Silhouette and Nantucket window shadings.